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Campaign Driven Digital Content Architecture with Power of Real Time Analytics

Campaign Driven Digital Content Architecture with Power of Real Time Analytics

Pravin Sonsale

Senior Technology Architect, Accenture

Pravin Sonsale leads Digital Content, Portal and Open Source Capability in Accenture India. In his over 22+ years of professional experience spread ac...ross the US, UK and India, he has held a variety of technology management roles including directing product and engineering organizations, driving product and program management. He has played various roles in system integration space and provided technology consultation to enterprise clients. In the past he has worked as Principal Architect, Java and Open Source Practice lead in Mahindra Satyam Technologies and in ABB.He is a Senior Technology Architect, has worked extensively in Financial Services, Communication, Health and Public Services domains. Pravin is an active member of various technical communities and a speaker in Open Source forums and user groups. Some of his current focus areas include digital content, contribution to Open Source and Agile driven.Read More

Description

In this marketing era, organizations are struggling to understand how to penetrate the right offerings and information of their product line to the end users and measure the success strategy for the successful transactions. Marketers know that half of their strategies are working fine, but which half is actually producing the value is not known and not measurable, thus arise the need of the hour for the modern digital platforms which are measurable through analytical models and drive business initiatives out of the analytics through optimized campaigns initiatives

Delivering a digital platforms and waiting the business to tick in will result in obvious pitfall for digital transformations. A digital platform is incomplete if it does not have provision to measure on what the end customers are really looking into the product through the digital platform and the experience which has been developed. The real power of digital platform is to understand from the millions of folks visiting the platform on what information about the product line really interests them, what is the information that provides tangible conversions. May be a portion in the experience adds to much greater aspect for a successful business conversion, how to identify that portion is of the greatest importance to tap the right opportunity of business initiative.

Modern digital tools have become advanced in the way they measure the interactions happening on the digital platforms. The analytical digital features have become far more pioneering where in apart from analyzing what the customers are clicking on the platform the tool has power to provide predictive analysis of a particular anomaly within the digital scenario and provide focused hot spots within a vast area of the digital platform. The aspect is very strong unless one really understands that this information if required to be stalked out through manual analysis will take ages. The analytical data chunk increases in huge sizes and thus comes Big data to rescue this information management, but making the right business decisions out of this humongous information model is the success factor for most of the organizations in this era.

Thus, big data analytics using modern analytical and predictive modelling tools results in identifying robust and right audience and segments to whom a business propositions or campaigns can be made. This is the new closed loop analytical campaign architecture pattern where the analytical information on digital platforms are driving the successful campaign models for the organizations. Delivering the campaigns further crosses the analytics capability to measure the successful campaign model identifications and keep on deriving new segments and audience to whom more impactful and focused campaigns can be modelled out.

Key Discussion points

Understand the effective modelling of campaigns through analytical inputs

How to tap newer opportunities in business through analytical modelling of focused hot spots.

Segments and audience identifications through predictive analytical modellings of the analytical information from the digital platforms.

Modern ways of campaign optimizations through a closed loop analytical and campaign segment modelling.

Driving the right information to the end customers through constant observation model and sensing the behaviour on the digital platforms.